Posts tagged ‘USP’

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The process of branding your business should be considered an extremely important part of your marketing plan. The branding of your company should be a two part process. You need to establish both a visual brand and a conceptual brand for your company.

Visually, your branding should revolve around your logo. Your logo is the one constant people will see in both your online and off-line advertising.

Having a professionally designed logo is an investment well made. A professional image goes a long way towards instilling a perceived value in your company. When a prospective client sees your image for the first time, a professionally designed logo will promote the image of an established company that will be there for their client’s needs. In addition to the logo, you may want to include a tagline. The tagline should be a short promotional statement promoting the product or service your company provides.

Producing your conceptual brand is equally as important as the visual brand. When you conceptually brand your company, you want to promote the concept that your company’s products and services are superior to those of your competitors. Think about what sets your company apart from your competition (your Unique Selling Proposition) and promote it. For example, FNBR has been family owned and operated for 35 years. When we brand that information, we are letting our clients and prospects know that we are an established company, that we are experienced at what we do and that we will be there for them in the future.

Unlike your logo, which is usually a constant, your conceptual branding can and should be tweaked over time. Your goal is to let the public know that your company has the expertise and ability to solve their particular problem or need.

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One of the most harmful mistakes that many businesses make is not positioning themselves as unique in the minds of potential customers. So, how can you show that your product or service offers a true advantage to your customers?

One way is to develop a Unique Selling Proposition, which is a distinct and appealing idea that sets you apart from your competitors. Your USP should speak powerfully to the needs of your target market and quickly explain what makes you unique.

The following questions are designed to help you develop a Unique Selling Proposition.

Target Market: Who are the potential customers for your business? Needs: What problems, challenges or desires do they have? Solution: How will you make things better for them? Differentiation: What makes you stand apart from your competitors? What makes you unique, special, and memorable?

Here are a couple of USPs that were pioneers when they were introduced: Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less – or it’s free.” FedEx: “When your package absolutely, positively has to get there overnight.”

A well-crafted USP can serve as the engine that drives your marketing and advertising. Variations of your USP could be included in all of your marketing materials such as your business cards, postcards, brochures, signs, website and internet marketing.

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If you’d like to discuss how to create and capitalize on your USP, call FNBR Inc. at 888-988-8148 or send us an email at info@fnbr.com.